Super-Wealthy Chinese Shoppers Alibaba recently launched the exclusive Luxury Pavilion, a brand new section within its business-to-consumer site Tmall for premium and luxury brands such as Burberry, Hugo Boss, and Maserati!

Let’s take a look at this revolutionizing way of calling for customers!

Tmall, an e-commerce platform from the Alibaba group for luxury and premium brands such as Saint Laurent and LVMH, is taking initiative on a new approach towards wealthy customers. The general idea is to give a sense of exclusivity to the China’s ultra-wealthy, luring them into being interested in various high-end brands.

The new platform currently features a wide range of products from apparel, watches, beauty, cosmetics, and luxury auto from brands such as Hugo Boss, Maserati, and the LVMH-owned brands Guerlain and Zenith. Funny enough, these labels have already had flagship stores on Tmall.

All these products are already available on Tmall, but the Luxury Pavilion will make some products restricted to few consumers selected from the wealthiest consumers off Tmall. Only users who have a specific level of wealth will be able to see the Pavilion icon on the Tmall website

In here we can see a brief look of the Luxury Pavillion on a smartphone.

After the tests, the Luxury Pavilion plans to organize a grand opening by the end of the year.

This marketing stunt will surely provide a more tailor-made experience to these type of people and give even more transparency to the products displayed on the page! Hope you liked reading this article 😉